Finally, Trai hangs up on pesky unsolicited calls and SMSes

NEW DELHI: More than 850 million customers are expected to get relief from pesky unsolicited calls and text messages, selling everything from real estate to weight loss solutions, as the telecom regulator enforces the national customer preference registry norms from Tuesday - an improved version of the do-not-call regulation, after several attempts.

Telecom Regulatory Authority of India (Trai) feels the new regulations are more consumer-friendly and would empower them against the menace of telemarketers selling unwanted products and services. Despite missing four deadlines since January 1, 2011, the regulator is confident that consumers would be free from the nuisance.

While introducing the new regulations on Tuesday, the sector regulator revoked the 100-SMS-a-day cap for some categories, allowing text messages from social networking sites, directory services, electronic recharges and e-ticketing services. At the same time, the regulator said it was planning to introduce termination charges of 5 paise for every commercial text message.

Telecom minister Kapil Sibal said that messages involving transactions such as messages sent by schools to students, parents, financial institutions, banks, insurance companies, credit cards et al did not fall under this restricted category.

Consumer group Telecom Watchdog secretary Anil Kumar said the system seemed to be working exceptionally well on the first day as he had not received any complaints. "Not a single unwanted SMS or phone call has come all day. I have checked with 20-25 people, no unsolicited communication has come in so far," he told ET.

As per the new regulations, telemarketers have to register with Trai under a distinct number series beginning with '140' to allow consumers to easily distinguish between ordinary and marketing calls. Trai also said that no customer would receive unwanted messages or calls from 9 pm to 9 am.

Telemarketers calling or sending text messages to consumers registered for not receiving any unsolicited communication or violating any other rule will be fined 25,000 for the first violation going up to 2.5 lakh for the sixth violation along with blacklisting for two years. The monetary punishment is much harsher compared to a fine of 500 per violation that was imposed earlier.

Telemarketers would have to 'scrub' or sift through data banks customers registered with do-call and do-not-call registry's to ensure they are calling or sending text messages to the right customers. Trai will also monitor this system, an official said.

Cellular Operators Association of India, a body representing GSM operators, said the new regulations attributed more responsibility to the service provider.